The Gender Divide in Social Media News Influencers: A Closer Look

In the last decade or so, social media emerged as a quick and critical platform in the vast realm and landscape of News. However, numerous studies highlight a significant gender disparity among news influencers, and the consensus is that “men predominantly occupy the space.” Let’s do a deeper dive into this.

Pew Research Center’s Findings

A study by the Pew Research Center analyzed 500 news influencers, each with at least 100,000 followers.

The findings:
Gender Distribution: 63% were male, 30% female, and the remaining 7% were either non-binary or had undetermined genders.
Broader Influencer Industry: Data from influencer agency Izea indicated that women secured 77% of sponsorship deals in 2022, while men accounted for only 21%.
Traditional Journalism: A 2022 Pew survey revealed a more balanced gender ratio among U.S. journalists, with 51% male and 46% female.

Gender Gap? Really?

The prominence of male news influencers on social media carries a lot of significance:

• Content Representation: The gender of influencers can influence the narratives and perspectives presented, potentially affecting the diversity of news content.
• Audience Reach: Interestingly, 23% of U.S. women under 30 reported regularly obtaining News from social media influencers, compared to 19% of men in the same age group. This suggests that while male influencers dominate the space, their audience is more than just male.

Political Campaigns X Social Media

The latest 2024 U.S. presidential election underscored the strategic importance of social media influencers:

Republican Strategy: Candidates like Donald Trump and J.D. Vance engaged with male-dominated platforms, appearing on shows hosted by Joe Rogan and the Nelk Boys. This strategy aimed to connect with young male voters, a demographic where exit polls indicated increased support for Trump compared to 2020.

Democratic Strategy: Kamala Harris targeted young female voters through platforms like the “Call Her Daddy” podcast hosted by Alex Cooper . She also reached out to male audiences via appearances on “All The Smoke” and “The Howard Stern Show.” Nonetheless, some commentators noted her absence from Joe Rogan’s podcast, a platform with a vast and diverse audience.

Gender Balance by Social Media Platforms

The gender distribution among news influencers varies across social media:

• TikTok: Exhibits a more balanced gender representation, with 50% male and 45% female news influencers.
• YouTube: There is a gender gap, with a higher proportion of male news influencers. This aligns with audience trends; 31% of young men turn to YouTube for current events, compared to 20% of young women.
• Instagram: Known for its visual-centric content. Exhibits a gender imbalance among news influencers only. Women influence through other reels and posts, if not News, and they hold a significant share of the News too. Male influencers are 63%, and females are 32% in News only. Nearly 59% of Indians who regularly get News on Instagram are women.

Difference in the Indian Context

If we closely cumulate all the data, India actually mirrors global trends, with a gender disparity among news influencers on social media:

• Digital News: A study by Newslaundry revealed that most news platforms have 100% male authors, highlighting a significant gender imbalance in content creation.
• Influencer Marketing: While women dominate sectors like lifestyle and fashion, the tech and news domains are predominantly male. For instance, a list of top Indian tech influencers features the most male creators.

Faye D’Souza is breaking barriers in digital journalism. She is an Indian journalist and news anchor known for boldly addressing important social issues. She was the executive editor at Mirror Now and became popular for her show The Urban Debate. Now she uses her digital platforms to share unbiased and honest news, keeping her audience informed and aware. Many other women like Palki Sharma Upadhyay, who is globally recognised to show-life-worth news, and Smita Prakash, a well known voice, she is the Editor of ANI who made significant contributions to the News Industry.

Honestly, some digital news platforms may have 100% male authorship, but women in the field always showcased an impactful shift.

It’s important to remember that no one’s holding anyone back from doing what they want. If a woman wants to be a news creator, she knows she can. Social media platforms offer equal opportunities for anyone to shine; it’s only about having the right skills and the right choice of content. The narrative may look skewed toward males, but the presence of powerful Indian female voices proves that the tide has changed long back.

Regarding gender, comments and content are always complex and multifaceted. While men currently dominate this space, the audience consuming news content is female, dominating sometimes and diverse too. Social media is shaping public requirements, understanding and addressing these gender disparities are crucial for a balanced and informative ecosystem.

Additional Reports and Surveys: 1